engagement @ scale

Manu Prasad @manuscrypts www.manuscrypts.com

Head – Social @myntra

www.myntra.com

the currencies of

define : engagement

Our frameworks of engagement on the social web have largely been built as an answer to the ROI question

We defined engagement on social platforms in the context of business objectives, made domain specific narratives, and started measuring them

Source: Domo

Though social, like digital, began moving towards performance marketing, the one area where it differed was the sheer scale of data generated

data driven social marketingsocial data driven marketing social @ scale

‘Social’ in Google Analytics shows us the quality of traffic from platforms, the kind of content shared and helps us quantify social impact

evolution

Scale

Volume

VarietyVelocity

Variability/ Veracity

In a hat tip to traditional marketing, we even have 4 Vs that serve as the new drivers - to boldly go where no marketer has gone before.

Source: IBM – The real-world use of big data

But, are Big Data narratives being built around engagement @ scale or efficiencies @ scale?

“If you torture data long enough, it will confess” (to almost anything) ~ Ronald Coase

When people can engage on their own terms, it is silly to think that engagement will scale only in directions that the enterprise dictates and using currencies that the enterprise finds value in

www.gapingvoid.com

To increase or reduce proportionately in size.To rise in steps or stages.

Scale

Micro segmentation

Price Optimisation

Inventory Mgmt

Predictive demand

Fraud Management

Location based pricing

In Store Analytics

Collaborative Consumption

Efficiency

EngagementCo-creation

Crowdfunding

Shared Purpose

Social as Media

Social as Customer Care

Brands will understand that the true value is when you scale higher, and engage users in narratives of belonging, esteem, self actualization, and currencies that lie in community, meaning, purpose.

Hemoba Foundation (Blood Foundation) in Brazil partnered with Bahia football club Esporte Clube Vitoria to run “My Blood is Red and Black

Source: theinspirationroom.com

Source: viralblog.com

Engagement @ scale will happen when brands use currencies that create value for the user in the context of a shared purpose.